A mascot for Rancho Cordova? City estimates project could cost $1 million
Rancho Cordova officials will begin having conversations and conducting research to create a city mascot after enthusiastic City Council approval last month.
The estimated cost for a mascot is about $1 to $1.5 million, said Maria Kniestedt, communications director for the city of Rancho Cordova, during the March 17 council meeting.
The mascot would serve as a symbol for the city and serve as a way to create “brand awareness and create an emotional connection with a target audience,” according to the staff’s report presentation.
The idea was created after members of the city took a “region-wide economic development visit” to South Korea last year, according to the city staff report. Rancho Cordova officials estimate the creation of a mascot will take at least 600 to 800 staff hours and at least two years to launch.
Garrett Gatewood, vice mayor of Rancho Cordova, was a passionate advocate for a possible “Rancho the Rocket” mascot. Gatewood pitched his idea during the council meeting, saying Rancho could pay homage to the city’s rocket testing sites. Rancho Cordova used to be home to Aerojet, a rocket manufacturer. The company merged with its parent company, GenCorp, Inc., and is now Aerojet Rocketdyne in Palm Bay, Florida.
“I’m excited, I haven’t figured out his name, but the Rancho Rocket (will) be shooting to neighborhoods near you. A rocket that’s about this big. It shows up, it could be fun,” said Gatewood. “We can do off our rocket launch pads. I am excited about this new mascot, and the new shirts I’m gonna have.”
Gatewood pitched “Rancho the Rocket” and brought up new ideas for the projectile mascot. He said a hypothetical “Rancho the Rocket” could show up to rocket shows and have an astronaut companion.
“It flies in the air. It gets you to the moon. It makes cool noises. It launches,” Gatewood said. “Listen, there’s just a lot of different rockets. It can transform.”
James Garcia, a resident of Rancho Cordova, supported the idea of a mascot, saying it could be fun for the city. But for $1 million, the investment wouldn’t be worth it, he added. As a resident, he said he doesn’t want to pay for it.
“It’s not in our city’s best interest to spend that much for one item that’s a swag item because we’re going to be spending it with our taxpayer money through you buying it and then giving it away,” Garcia said. “I don’t see us being able to have a gift shop and people wanting to buy it.”
Other council members were taken aback by the estimated price, describing it as a “sticker shock.”
Gatewood called the $1 million price “crazy” and said the council should take a discounted approach for the mascot. Kniestedt clarified the creation of a mascot couldn’t be conducted in house, as the city does not have the marketing experience. To create a mascot, the city would hire an outside agency.
She clarified the mascot project must be aligned with the city’s approved strategic focus areas. These include: to “grow strong neighborhoods,” “build robust infrastructure,” “lead community growth and innovation,” “create vibrant community and cultural places,” and “promote organizational excellence,” the presentation added.
Mayor Siri Pulipati, alongside the rest of the board, supported bringing a mascot to the city, adding it would help build the region’s awareness and brand. Pulipati described the mascot as a need for the city.
“There’s so many ways that we can sell merchandise. We don’t even have to build it ahead of time,” said Pulipati. “We would get our return just by having this mascot. This mascot would ward off evil eyes, bringing good energy. But most of all, it would have like a sense of belonging.”
The city of Rancho Cordova did not respond to an interview request regarding the mascot’s costs.
